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How GetCaught Made it Catchy
Jamaica International Insurance Company approached GetCaught Media (GCM) because they wanted more: an elevated profile with a more distinct positioning in the marketplace. They intended to maximize the goodwill of being part of the GraceKennedy Group, a well-respected Jamaican brand.
To get it right, GCM undertook a comprehensive rebranding exercise. We first zoomed in on the name. We wanted a simple and easy to remember sound that would be less of a mouthful and just as meaningful. JIIC was born along with the call to action 1-888- GET-JIIC.
We studied JIIC’s business needs very carefully and developed a comprehensive marketing strategy. As part of this, we designed a yearlong advertising campaign focused on print and billboard placements, with minimal emphasis on radio and television. GCM also performed first hand qualitative research that would position the company for regional expansion to other Caribbean islands.
